OneHeart Project: a 30-year-old organization, refreshed

OneHeart was doing incredible work under a brand that hadn't changed in 15 to 20 years. As they prepared for a movie and their 30th anniversary, it was time for a fresh start.

12% recidivism vs. 70% national average

The chaos

OneHeart equips justice-involved youth with the tools, relationships, and hope they need to rebuild their lives. The work had grown over three decades, but the brand hadn't. As they moved a movie about their work toward production, they realized the identity that had carried them for 15 to 20 years wasn't ready for a bigger stage.

The clarity

We built a new brand, a website, and the collateral behind it, and I helped shape their 30th anniversary campaign alongside it.

The middle of the project was the hard part. We went back and forth on the icon, and even on whether they needed one at all. Everyone had a thought, and every thought was valid. We worked through it together and landed on something they're happy with today. Brands grow, so it may evolve, and that's fine.

The campaign

Built around one line: Second chances start here. It runs from billboards and transit ads to cinema screens, event banners, and print.

The brand

A new mark, a bold type system, and the collateral behind it, carried through the website and social so it all feels like one organization.

What I built

• The new brand identity and collateral

• The website

• The 30th anniversary campaign, from billboards and transit ads to cinema screens and event banners

• Social profile audits and copy

The result

They now have one cohesive brand across everything they do. It's helping them find new donors and get into publications and news spots, and it sets the stage for the OneHeart Project movie launching next year.

[Add a quote from the team.]